Impact of Celebrity Endorsement and peer influence on Impulsive buying Behaviour: mediating and moderating role of Impulsiveness and social media use

Abstract

The motivation for this research is to investigate the factors that shape the personality trait impulsiveness of young adults and, then, the outcomes of impulsiveness. impulsiveness is used as a mediator between contextual factors (celebrity endorsement and peer influence) and impulsive buying. Further, social media is used as moderating variable in the fast-food sector of Pakistan. The Data was collected from the undergraduate university students residing in the Punjab province of Pakistan. Structural Equation Modeling Technique was used to analyse the data. The results of the study show that the impulsiveness of young adults is more involved in impulsive buying. The results also confirm the findings of previous\researches conducted in other cultures. It also confirms that Impulsiveness mediates the relationship between sociological factor (celebrity endorsement and peer influence) and impulsive buying behaviour. Moreover, it proves the moderating role of the social media use in determining and affecting these relationships. This research provides guidelines for the researchers, policy makers, and managers.